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Martha Store'S Proprietary Mode Will Close 1/3 Chinese Stores.

2014/5/3 11:37:00 46

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In April 8th, P Martha Spencer, a British department store giant, issued a statement on official micro-blog, saying: Martha's department store will adjust its development strategy in China, focus on developing the existing "a href=" http://www.91se91.com/news/ "flagship store" /a "and central store in Shanghai, and look for local partners to jointly promote the growth of business in China. 
 behind this statement is the dilemma of Martha's development in China. It is understood that Martha department store plans to close 1/3 of the Chinese stores. 
 as an old department store established in 1884, Martha, a href= "http://www.91se91.com/news/" > department store < /a > has become the head of British department store with its own brand and "relationship management" mode, which is full of British sentiment, and has been placed high hopes in the industry at the beginning of its entry into China. Over the past few years, its exclusive brand mode has not been approved by Chinese consumers, but the British sentiment of "tall and high" has been questioned by the industry. 
 the root of "acclimatized" is the conservative and prudent of this old department store in the face of market spanformation. Analysts believe that because of the excessive centralization of the Martha system, too conservative management, refused to further modernization, resulting in a decline in sales performance. 
 approach "failure" > /strong > /p >
Martha P didn't directly respond to reports on closing 1/3 stores in China, but stressed that it would focus on developing existing flagship stores and central stores in Shanghai. It is understood that there are 15 Martha stores in China, of which 7 are located in Shanghai and the other 8 are scattered in other cities such as Changzhou, Ningbo, Qingdao and Wuhan. Martha's department store avoided talking about the other 5 stores in Shanghai, but emphasized that two shops were focused on the development, which also confirmed "shut shop 1/3". 
 2008, Martha stores opened the first flagship store in Nanjing West Road, Shanghai. Unlike other foreign brands when they enter China, Martha's department stores are quite low-key in China and do not advertise a lot. Low key is a traditional tradition of Martha's department store, which relies on goodwill to spread word of mouth rather than advertising. It is understood that Martha department store launched the promotion of TV commercials in 1955 when the British Independent Television Station (ITV) opened, until the mid 90s of last century, the first fashion advertisement was produced by Martha department store. In 1981, Martha's advertising fee ranked the end of the advertising cost of the ten largest chain stores in the UK. 
 unlike foreign consumers, Chinese consumers are enthusiastic. Too low-key entry strategy makes Martha department store did not form its own brand image at the very beginning. This makes Martha department store in China in recent years has been "warm and swallow", in many department stores brand lack of enough recognition. 
 "entry strategy is very important when brand enters a new market." A brand marketing expert compared the entry mode of fast fashion H&M and Martha store to enter the Chinese market. 
"P >" when H&M entered China in that year, almost all the double decked buses in Shanghai all had a huge advertisement of underwear $99. The concept of H&M fast fashion is frozen in the minds of consumers at once. Although some fast fashion is not really a professional fashion, but in the eyes of consumers, the elements they represent is fashion. The above brand marketing experts told the China business newspaper reporter. 
 "Martha department store's brand image is not clear in the eyes of consumers. This is the main problem." Liu Hui, chief consultant of Beijing Zhao Yi Retail Management Consulting Co., Ltd., told reporters. In fact, not only do consumers lack adequate identification, but the department stores in China also express "strange" to Martha department store. "We often go to Shanghai to inspect the department store industry, but generally we study like an enterprise like" Jiu Guang ". Although Martha department store is quite famous, it knows little about it. Chen Gang, executive general manager of Anqing new hundred department store, said. 
"P >" approach "is also a mistake in its location. "Martha department stores are not familiar with local businesses, can not get a good location, or even get a good location, the rent is much higher." A business community in Shanghai told our reporter. From the point of view of the layout of Martha department store, it seems that the center of Shanghai extends to the north and south, rather than first covering the north, the upper and the broad tier cities. In this regard, Liu Hui believes that "in the first tier cities have not yet stabilized the market, go to second tier cities and other development, this is a more dangerous way." 
 self run mode resistance 
 1928, Martha's department store's own brand "Saint Michel" was born. The brand was initially limited to a small range of < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > products, then gradually replaced the other brands in the store. Later, 80% of the products sold in Martha's department store were "Saint Michelle" brand, which is absolutely not available in other department stores. 
 in the retail industry, private brand often means "cheap but poor quality". But in Britain, the "Saint Michel" brand has always been a symbol of quality products. Customers buy goods at Martha stores, or even do not need to invoke them, because consumers can return them unconditionally at any time. 
 it can be seen that its own brand is the secret weapon of Martha's department store to defeat its competitors and become the leader of the British department store. However, for the Chinese market, Martha's own brand has not won the favor of consumers, but it has been questioned "acclimatized". 
About 7 p.m. on April 23rd, Yang Mei and her girlfriends came to Martha store flagship store in Nanjing West Road. This time should be the time for girls to go shopping after work, but Yang Mei finds that Martha department stores are scarce. "Martha department store has 4 floors, with an average of not more than 10 people on each floor, and most of them are foreigners." Yang Mei told reporters. 
Yang P, who worked in Shanghai for many years, is 35 years old. According to the location of Martha department store, bayberry belongs to its mainstream customer group. But in Yangmei's view, Martha's department store "a target=" _blank "href=" http://www.91se91.com/ "dress > /a" is too serious and reserved, not the type she likes. 
 "Martha department store clothing is slightly conservative, color is not enough to jump. Most of them are mainly grey and brown. Even red, it is also a rather heavy color. Although the price is quite similar, compared with Martha's department store, I prefer Pacific department store and Paris spring, their < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > more trend. Yang Mei said. 
 "although the private brand has the advantage of exclusive design and avoids homogenization competition, the risk is that its popularity is not high compared with the trend brand. When the overall brand image has not been done, the development of its own brand will eventually fall into the "cold shoulder" which no one is interested in. Martha department store is facing such a situation. In addition, the private brand of Martha's Department has directly followed the fashion of the British market from style, and has not specifically developed the Chinese consumer's favorite style for the Chinese market, and eventually cooled down in the market. The above brand marketing experts say Martha's own brand strictly adheres to the British style of more than 100 years, but ignores the shopping experience of local consumers, and thus appears to be "ungrounded." 
 Yangmei also believes that the imported food of Martha's department store is not attractive. "A bread of tens of dollars, compared with its hundreds of yuan clothing, the price is high." Yang Mei said. 
Martha P headquarters responded to our reporter, saying: "since Martha entered the Chinese market in 2008, we have constantly understood Chinese consumers and have a solid customer base. Our price in China is competitive, and we also have the core competitiveness of high quality and product innovation. We also provide different sizes for Chinese customers. 
 market reaction is slow > /strong > /p >
 the Internet has spread such a story: NOKIA CEO Yoma Ollila announced at the press conference, agreed with Microsoft's takeover, finally said: "we didn't do anything wrong, but somehow, we lost." After that, dozens of NOKIA executives, including him, could not help crying. 
 in a sense, Martha general merchandise is not wrong. It meets the needs of this class well for the high quality and affordable clothing provided by the middle class, while the British sentiment and the British conservatism are culturally consistent with the temperament of the customer class. But the problem is that the consumer environment has changed and the market has changed. 
 since the popularity of the "fast fashion" market in China, the traditional department store clothing brand has been marginalized. This is evident from the rush of fashion brands entering shopping centers. Zara, H&M, GAP and other fast fashion often occupy a very good position in shopping centers. "Fast fashion is a killer. It will kill many obscure intermediate formats." Retail expert Wu Ziheng thinks, "Martha's position is a middle class department store. On the high end of the foreign trade, but less than the luxury; on fashion and parity, but in recent years, the rapid rise of fashion. 
 Cheng Jun, chairman of Wuhan Zhong Bai department store, also said, "department store business should be" tide card "and not" brand name ". Behind it is 80 and 90 after gradually become the main body of consumption, this group characteristics determine the mainstream trend of consumption. Under this consumption trend, the more than 100 year old Martha department store is slightly slower than fast fashion and is not sure about the market. 
Martha P has lost some of its market share in the British fashion market in the past 3 months, according to data from Kantar Worldpanel, a market research firm. In the 24 week before February 16, 2014, the market share of Martha's department store decreased by 0.2%, while in the 12 weeks before February 16, 2014, the decline of Martha's department store reached 0.4%; in the 24 weeks before February 16, 2014, the women's clothing fell 0.2%, while in the previous 12 weeks, it dropped by 0.5%. 
At the same time, P, the second largest retailer in the UK, achieved a pre tax profit of 695 million 200 thousand pounds in the 2013 fiscal year ending January 31, 2014, exceeding the pre tax profit of Martha last year for the first time. Although Martha's department will announce its annual report for the 2013 fiscal year ending March this year, the industry believes that the profits of Martha's department store will not rival its Next, while Next is a fast fashion brand of a main male and female children's clothing and a "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "hat jewelry and household products". "In May 20th,